Building organizational reputation in the European regulatory state: An analysis of EU agencies' communications

Organizational‐reputation literature has advanced our understanding about the U.S. regulatory state and its agencies. However, we lack contributions on what a reputational account can add to our knowledge about the European regulatory state, the strategic behavior of supranational agencies, and their endeavors to legitimize themselves in a multilevel political system. We know little of how reputation‐management strategies vary across EU agencies and why. The study offers the very first mapping of organizational‐reputation‐management patterns across all EU agencies, as well as the first empirical assessment on how reputational considerations guide supranational agencies' legitimation strategies. The results indicate that EU agencies facing higher reputational threats revert to their avowed raison d'être (i.e., technical conduct). We find that regulatory agencies utilize a more diverse set of reputational strategies by emphasizing the technical, procedural, and moral reputations more than nonregulatory agencies, whereas social‐policy agencies foster their technical reputation more than economic‐policy agencies.